George Prescott Bush, a political newcomer who is the grandson and nephew of U.S. presidents, filed to run for Texas land commissioner on Tuesday — a move that officially begins the continuation of his family's political dynasty with a young, Hispanic, Spanish-speaking candidate.

The 37-year-old Fort Worth lawyer's entry into politics comes at a moment when the state Republican Party is desperate to woo Hispanic voters.

Bush arrived at the Republican Party of Texas office in Austin midafternoon along with campaign workers and his wife, Amanda Williams.

According to the party's communications director, Spencer Yeldell, Bush is the second Republican to file for the office. East Texas businessman David Watts made his candidacy official on Monday. Former El Paso Mayor John Cook has filed to run in the Democratic primary.

The race is open because Land Commissioner Jerry Patterson is trying to become the party's nominee for lieutenant governor.

Mark P. Jones, chair of Rice University's political science department, expects Bush to coast to victory in the March primary and next November's general election.

"He has strong support for two distinct reasons: Family ties and because the Republican establishment realizes that Texas is an increasingly Hispanic state and if the Republican Party is going to be successful, they need to have Hispanic candidates," Jones said, adding that among presumed Republican frontrunners for statewide office: "He provides the only hint of diversity in what would be an otherwise Anglo male ticket in the non-judicial races."

Jones compared the Republican candidates to the statewide lineup emerging from Democrats, which will likely feature two women at the top: state Sen. Wendy Davis is the party's presumed gubernatorial pick, and state Sen. Leticia Van de Putte, a Latina from San Antonio, is expected to announce soon for lieutenant governor.

"The Republican Party desperately needs to demonstrate having a bigger tent," Jones said. "[Bush] adds diversity in terms of ethnicity and his generation."

George P. Bush is the son of former Florida Gov. Jeb Bush and his wife, Columba, who is from Mexico. He's also the grandson of President George H.W. Bush, and is the nephew of President George W. Bush.

Michael O. Adams, chair of the political science department at Texas Southern University, called Bush "a natural heir" to his family's political heritage and considers this run the young politico's "stepping stone" to governor, U.S. senator or even president.

"I think he will earn some credibility by starting at a lesser office where he's probably a shoo-in," Adams said.

Jones believes that George P. Bush could have pursued higher office and might have jumped into the limelight too soon.

"Maybe he would have been better off waiting and running for a more high-profile position like attorney general," the Rice professor said. "He is a great candidate on paper. He is untested politically. We're going to have to see how good a candidate he is on the campaign trail and how good a politician he is when he assumes office. That's when we will learn if he has a political future or if he is trading on his family name and ethnicity."

In 2012, George P. Bush announced his intention to seek statewide office. Jeb Bush sent an email to donors last November requesting support for his son. The younger Bush declared in March that he would run for Texas Land Commissioner. According to campaign finance reports, he has raised more than $3 million.